Walker Zhao

The career started in FMCG — Nestlé, Coca-Cola, Carlsberg, across China. Managing budgets, running campaigns, watching what actually moved volume versus what looked good in a deck. That foundation installs a question that doesn't go away: did this advertising work, or did it just spend?

New Zealand, 2021. A rapid progression through digital performance: hands-on search management, then leading GroupM Nexus activation teams across paid search, paid social, and programmatic at Mindshare, then Digital Performance Director at WPP Media Australia & New Zealand. A decade inside the largest media networks in the world, running campaigns for clients across travel, retail, automotive, education, and finance.

Mind & Metric Media exists because the question from those FMCG years still doesn't get answered often enough.